Althuwaini, Sulaiman - In: Administrative Sciences : open access journal 12 (2022) 4, pp. 1-10
loyalty in the banking sector. Based on an online survey of 252 users who follow banking services suppliers on social media … activities, namely customization, entertainment, and promotions, were reported to have the highest impact on trust and loyalty …. This study emphasizes the role of trust as mediating brand loyalty in social media marketing. The implications for …